What the absence of a value proposition does

I feel confused and I start wondering about what the product actually is.

Unfortunately, it’s a web development company.

Solution: They could have actually spoken about the approach they mention in the CTA and position their brand with a clarified message.

Why it’s important to state the biggest benefit – FIRST

Nobody actually needs more data in this world saturated with data.

So saying “Need more data” in one of the headings is

And having data is not a benefit. It’s actually a liability to deal with if you don’t know how to tackle the data overflow problem every company faces today.

So if you’re a company offering a solution to analyze, organize, optimize and monetize your data, you should as well state this fact in your value prop and lead with it to bring in conversions.

Otherwise, you confuse your readers like this company does. And confused readers get off the wagon ASAP.

Lesson: Lead your value prop with your biggest benefit

Keep your first screen clean

Again, here’s another value prop starting with an adjective. We know what the problem is. So let’s talk about the UX here.

The goal of a business website is to make your reader’s job easy.

You start with clean websites. The screenshot of a login portal to the left is meaningless. It doesn’t add any value in elevating the message.

The objective of your message is to take your reader from one awareness stage to a deeper, better understanding of your brand.

When you add screenshots like these, that make the reader think hard, you leave them disappointed.

Conclusion: The reader doesn’t understand what this company is about until they read the tiny text that uses two keywords (AI and data analytics) in an unnatural sentence.

Solution: A hero section with no image is better than having a confusing, deviating image with an unclear value proposition.

Avoid writing unprofitable value propositions

Don’t come across as narcissistic brands by stating your own name in the value prop.

Instead, take this opportunity and use your online real estate to own your message, connect with your audience and bring them closer to your brand.

3 simple ways to make your brand more approachable

Write an engaging value prop with a call to action with an immediate value add like in the below example. Appsumo doesn’t waste a second in adding value to their audience.

Connect with the ideals of your audience. Connect with a belief your audience stands for. Meetup does this so well! Their value prop says – “The real world is calling”, which connects with us on so many levels because we’re all fighting this digital age and screen toxicity. We’re all striving to make our lives a little bit more outdoor-ish. The gist is – to find out how you can match with your audience’s mindset and convey that.

State your why loud and clear just like 450GSM. They’re not afraid to break the rules. The moment you land on the homepage, it’s clear where you have come. No clever tactics, no desperate messaging to sound badass – only clear messaging.

Action steps to writing a clear value proposition

Avoid adjectives – because adjectives repel clarity and are subjective